Living in London has many perks and one of them is that some of the largest events in any industry take place right here. Of course, World Travel Market, which took over the Excel from 7-9 November 2016, is not exactly a festival as such, but it comes pretty close to feeling like one if you’re a travel addict, blogger, or both. It’s a huge event and with nearly 50000 exhibitors and visitors from around the world and a long list of presentations and networking sessions on offer, it’s easy to get overwhelmed. In order to narrow it down a bit, I decided to focus on four areas this year: Travel Blogging, Creative Tourism, Responsible Tourism and Women in Travel and came away with some fascinating insights from all events I attended.
Travel Blogging has become a huge growth sector in recent years with destination marketers, travel brands and influencers getting a chance to mingle and learn from each other at a lot of events – plus bloggers get access to the press lounge! On Friday, I attended at two events on mobile and live social media and video. We heard from digital communications experts like Flagship Consulting, bloggers, e.g. Niamh Shields of Eat Like A Girl, and vloggers, such as Evan Edinger and Hannah Witton, who are using video as a blogging tool and I was impressed with their stories of how it is helping them to connect with their audiences, one video at a time. The next day the focus was on personalisation for bloggers and brands and influencer strategy with presentations from travel brands, such as Cheapflights and Skyscanner, who work with content creators and shared some interesting details on how each of them manage those collaborations. Traverse hosted all of the above events and they are organising a blogger conference in April 2017, see you there!
Another fascinating session and the one closest to my heart was the Creative Tourism presentation on Tuesday. The title ‘Creative Tourism: A Necessary Update’ didn’t sound especially creative or promising, but the session most definitely was! Caroline Couret, the CEO of the Creative Tourism Network, based in Barcelona, presented a number of fascinating case studies on how destinations from different countries, such as Saint Jean Port Joli in Quebec as well as Ibiza Creativa, can attract creative travellers from around the world. Of course, the challenge remains for destinations and brands working in this market to stay commercially viable while providing options for a target group of highly independent and diverse travellers, an issue which I’ve also experienced in my own niche of festival travel. But how encouraging to see that this area has become such a growth market in recent years and is starting to be taken seriously around the world.
The World Responsible Tourism Awards 2016 were also announced during WTM 2016. This was probably the most inspiring event of all I attended, every single nominee sounded like an exciting forward-thinking business and the winners came from all four corners of the world. The overall winners this year were Lemon Tree Hotels in India (socially inclusive work environment and employment for people with disabilities and from disadvantaged backgrounds) and Tren Ecuador (a community-based tourism initiative supporting local people along a train route), both pictures below accepting their awards. I was particularly impressed, for instance, that all Lemon Tree Hotel supervisors are trained in Indian Sign Language and in the case of Tren Ecuador, how lots of smaller projects successfully combine to create a livelihood for many rural families. Further winners included the Sam Veasna Center in Cambodia (wildlife conservation), the Friends International ChildSafe Movement (responsible tourism campaign) and Elevate Destinations (innovation by tour operator). It was also really encouraging to see how many of the organisations and sponsors had female leaders presenting and receiving the awards.
Which also makes for a nice segway to my last focus at WTM 2016: Women in Travel. As there were too many events clashing on the Wednesday, I only made it to the last panel session of the day-long Women in Travel Meetup, but was extremely glad I had done so as it was the perfect WTM closing event for me. The discussion organised by Alessandra Alonso of Everyday Mentor focused on female ‘start-up stars’ and we heard from a diverse group of speakers about their individual projects. One of them was Carolyn Pearson, who started Maiden Voyage, a women’s business travel network out of the simple need of wanting to meet other business women travelling alone and Natalia Komis whose start-up I Am Adventures takes artists, entrepreneurs and social innovators on creative adventures around the world. The panel members reminded the attendees to always concentrate on your own business mission and to make sure to join a network. The informal networking session which followed was proof of the friendly and productive atmosphere with interesting connections made with business women from various countries (more on the blog soonish).
So if you’re an established or aspiring travel blogger, destination marketer, translator (I did meet one other linguist specialising in tourism!) or simply passionate about travelling, WTM is the event for you, see you next November!
Disclaimer: This blog claims no credit for any images used in this post. All three images are copyright to its respectful owners, in this case the the official WTM photographers.